فصلنامه مدیریت بازرگانی
سال چهاردهم شماره 51 (بهار 1401)

The purpose of this study is to identify the shortcomings in the field of value co-creation in the interior design industry. Despite much research on this subject, there are still many areas that have not been covered or have received little attention. Since the value-creation process does not occur by itself, it is vital to construct a framework that considers all of its aspects and determines its existential nature. 

This study conducted a meta-synthesis of the available academic literature review and applied the grounded theory method to identify the shortcomings and provide a model of value co-creation in the interior design industry. The required data was collected via conducting one-to-one interviews with 20 contractors and customers. The reliability of interviews was approved by evaluating the intercoder reliability (ICR). 

In this study, risks and challenges were identified as contextual factors and negative consequences of value creation in terms of consequences. These findings were less mentioned in similar studies conducted in this field. The size of the projects, the characteristics of their parties, and those of the industry acted as the environmental and intervening variables in this study. Increasing trust during collaboration proved to be an important factor in value co-creation, which is different from the trust before value co-creation. Common strategies also played an influential role in value co-creation.

There are some differences between the interior design industry, which relies on close interaction among the parties, and the industries of public services and manufacturing. Since value co-creation requires the active participation of the parties, further studies should be done to develop joint strategies to promote more bilateral cooperation and find common points among the actors.

Fashion is a subset of creative industries and has roots in the culture of a region. In Iran, despite the long history of the textile industry and clothing production, a limited number of brands in the fashion industry have been able to get promoted to strong brands at home or abroad. Most foreign fashion products find their way into Iran through either official or smuggling imports. Unfortunately, there are also domestic manufacturers who, despite the good quality of their products, sell them domestically with foreign Hem Tags, the act that can be translated as a sign of the lack of strong domestic brands in the Iranian garment industry. What are the problems of fashion branding in Iran? What factors have weakened branding in this country? What are the steps of the branding process in this industry, how should the branding of mass and luxury fashion styles be done in this industry, and what are the differences in branding details? The purpose of this study is to provide a comprehensive model of branding.

The present study tries to provide a comprehensive model for the Iranian fashion industry by reviewing the existing literature and theories, as well as conducting semi-structured interviews with the country’s experts and specialists, and also adopting the method of Multi-Grounding Theory. The researchers adopted Snowball sampling methods and carried out interviews until reaching a theoretical saturation.

The data was analyzed by MAQXDA software and 744 codes, 255 concepts, and 10 categories were extracted. Also, 88 articles, books, reports and etc were reviewed. The required data for this study were gathered via conducting interviews.

According to the achieved results, branding in the fashion industry includes three major stages of pre-branding, branding, and post-branding, while this study explored eight steps of branding, including 1) branding requirements, 2) branding opportunities, 3) branding challenges, 4) brand identity, 5) brand positioning, 6) application of appropriate marketing tools and blends, 7) brand evaluation, and 8) growth. The remaining two categories are about the difference between luxury fashion branding, mass branding, and the order of branding steps.

Circular business models are a good solution to the problems of current linear business models that cause excessive waste generation and resource scarcity. They also provide a good opportunity for businesses to gain a competitive advantage, obtain economic benefits and reduce environmental damage. To implement circular economy strategies at the business level and create a framework for better design of circular business models, the purpose of this paper is to propose a framework for identifying and classifying circular business model patterns that align with circular economy strategies.

In this research, a qualitative method was applied. Sandelowski and Barros 7-step meta-synthesis method was used to identify circular business models and Nickerson taxonomy development method was used to classify circular business model patterns.

This study drew up a comprehensive list of 29 circular business model patterns including their name, definition, and example(s). It also proposed a comprehensive taxonomy framework for circular business model patterns based on the circular economy strategies. Under this framework, 11 dimensions for classifying 29 business model patterns were identified, including patterns for 1) dematerialization, 2) consumption efficiency, 3) circular supplies, 4) optimal production, 5) reverse and optimal logistics, 6) long-life products, 7) extending the products and parts life cycle, 8) extending materials life cycle, 9) extending resource life cycle, 10) actors of main activities in the circular value network, and 11) facilitators of activities in the circular value network.

First, the current research identified various types of circular business model patterns for the development of businesses based on a circular economy. Second, by creating a framework for classifying strategies and circular business models, it showed how to make strategies and circular business models attuned. The results of this study can help companies that intend to implement circular economy strategies in their business to identify and apply appropriate circular business models. It should be noted that the strategy of the circular value network and the patterns of the circular business model based on it, which indicate various methods of cooperation between the actors of the circular value network, were introduced for the first time in the research.

One of the main factors of success in B2B markets is the quality of relationships with customers. Attracting and retaining customers in B2B marketing seems to be more difficult than in B2C markets, due to the specific and limited number of customers. Therefore, the purpose of this study is to provide a model that explains the quality of relationships with corporate customers.

The statistical population of this study included financial managers and sometimes CEOs, board members, or senior financial experts of companies who make use of the banking services of Eghtesad-e Novin Bank (EN Bank). Five hundred and ninety-five individuals (5 times the number of questions) were selected by random sampling method. The data collection tool was a questionnaire. Content validity was used to evaluate the validity of the questionnaire and Cronbach's alpha coefficient was used to evaluate its reliability. To investigate the conceptual model of the research, structural equation modeling by Amos software was used.

According to the measurement model and structural model of the research, the validity of the extractive model was confirmed. The company features with an impact factor of 0.33, bank connector features with an impact factor of 0.14, Interaction features with an impact factor of 0.6, and environmental features with an impact factor of 0.48 had a positive and significant effect on the quality of the relationships with customers. Customer relationship quality with a coefficient of 0.59 had a significant effect on the consequences and results of customer relationship quality.

Company features, bank connector features, interaction features, and environmental features are the preconditions affecting customer relationship quality. The customer relationship quality includes consequences such as customer loyalty, purchase rate, development of future interactions, positive word of mouth, and relationship continuity.

Despite the significant effect of the behavioral components on the sales force performance, only a few marketing researchers have examined the effect of the behavioral components on the sales force performance using the emotional intelligence development approach. The purpose of the present research is to identify the effect of the behavioral components on the sales force performance using the emotional intelligence development approach in Refah chain stores.

The present research applied the thematic analysis method to analyze the gathered qualitative data. To determine the impact of behavioral components on the performance of the sales force using the Emotional Intelligence (EI) development approach, 19 experts and practitioners of the retail industry were interviewed using the purposive sampling method.

The behavioral components were extracted and categorized into four main themes, 15 sub-theme, and 66 concepts. The findings indicated that the behavioral components affecting the sales force performance through the EI approach included: environmental perceptions (internal and external), management of feelings, stress management, and happiness.

Sales force performance must be in line with emotional intelligence development. It begins with a relative understanding of the individuals’ abilities and morale, understanding the present time correctly, and being aware of the norms of one group. The concept develops through understanding the individual interests and tastes and respecting the emotional traits of others. The achieved results indicated that managing stress and developing the skill of enjoying life as well as improving optimism and extroversion approve the importance of the role of emotional intelligence to develop human interactions and improve mutual relations.

The purpose of this study is to design a model to increase the effectiveness of advertising campaigns for food products, in particular, snacks.

This is mixed-methods and developmental research. Its participants, in the qualitative part, included marketing professors and experts, selected by the purposive sampling technique. In the quantitative part, the statistical population consisted of 374 customers (snack food consumers) of Shahrvand Chain Stores in Tehran. In this research, interviews and questionnaires were used to collect data. Validity and reliability were confirmed. To analyze the data in the qualitative part, Thematic analysis (MAXQDA) and in the quantitative part, structural equations (Smart PLS) were used.

The findings led to the identification of five main themes including; Background, organizational, level of engagement, competitive effects and consumer behavior, and 14 sub-themes were identified for the effectiveness model of food-snack advertising campaigns. Also, the results show a significant effect of contextual, organizational variables and level of involvement on consumer behavior and competitive effects.

It is necessary to pay full attention to the five main contents, fourteen sub-content, related concepts and use them properly with full awareness in order to be success in the food- snacks industry products advertising campaigns effectiveness.

Researchers have got conflicting perspectives on the reasons that make individuals disinclined toward consuming green products. Adopting a novel approach, this study focuses on the role of persuasive knowledge (i.e., agent, tactic, and topic) in developing skepticism about advertisements (stimulators and claims) and the consumers’ consequent reactions (attitude and lifestyle).

This is an applied and descriptive survey and a quantitative one considering its purpose, data collection, and nature. The structural equation modeling was utilized to examine the conceptual framework and the relationship of variables.

According to the obtained results, the effect of persuasive knowledge on skepticism and the impact of skepticism on consumer responses proved to be significant. Moreover, the mediating role of skepticism was accepted. Although the relationships between the main variables were significant, it was not the same for the relationships among the available subdimensions.

The individuals do not have a tendency toward consuming organic products and accepting advertising due to their self-persuasion, knowledge, and awareness. Therefore, in order to enhance the interest and diminish the skepticism of the audience, marketers must first reform the intellectual structure of the individuals. Since the perception and behavior of consumers originate from their confidence in the claims made by the advertisements, it is possible to improve the situation and increase the audiences’ trust in advertisements for green products to raise the quality of life in Iran.